DMI Finance - Senior Manager - Growth Marketing (4-6 yrs)

Job Summary:

Responsible for driving growth of lending business (disbursals, conversion rate, etc. ), APP growth- Installs, MAU, customer retention, Up-Sell/X-Sell of products, with a key focus on funnel management, acquisition costs, and PnL of the business.

Job Responsibility:

Growth Marketing Strategy & Execution:

- Develop and execute comprehensive product marketing strategies to drive X-Sell/Up-Sell of various financial products.

- Collaborate with the Brand team to create persuasive and impactful marketing campaigns that align with the company's brand positioning and objectives.

- Craft clear and compelling product messaging and positioning for the products/services, ensuring consistent and effective communication across all marketing channels.

- Leverage digital marketing channels, social media, and other platforms to enhance brand visibility, engage the target audience, and drive higher customer acquisition.

- Key aspects of the role include identifying growth opportunities, working with stakeholders across the company, developing compelling, data-driven insights, recommendations, and operationalizing execution plans. The role requires managing by influence, working with ambiguity, and driving measurable change.

Monetization & P&L Management:

- Accountable for P&L as a part of the Annual Operating Plan for few categories.

- Identify levers / initiatives to grow the category within the target P&L

- Manage the marketing budget across channels and ensure blended CAC is within the target range.

- Drive retention strategies & drive higher DAU, MAU & reduce Churn.

Customer Lifecycle Management:

- Maximizing the customer lifetime value by managing the lifecycle & increasing retention

- Increase the X-Sell ratio for both the Credit & Fee products.

- Monitor funnel metrics (CTR, Reach & Conversion rate) and implement growth hacks through optimizing user experience, content, messaging, and communication optimization to reduce leakages in the funnel.

End to End Campaign Management:

- Understand marketing and consumer behavior, experience in deploying successful marketing campaigns and take ownership of implementation, tracking and analytics.

- Work on the integration of the journeys with the campaign platform

- Deep understanding of consumer cohorts, personas, and the entire customer journey on the APP/Web

Design of Experiment based Campaigns & Tracking:

- Solve 3 three problems of Growth Marketing- Whom to target (Propensity), How to target (Channel) and when (Time) to target for optimizing the CAC for the business.

- Develop the channel mix, testing strategy, plan creative concepts, themes, and price promotions for each campaign by collaborating with internal teams.

- Manage & optimize campaigns to deliver maximum ROI.

- Monitor and analyze key performance indicators (KPIs) to measure the effectiveness of marketing initiatives and optimize strategies for maximum impact.

Stakeholder Management:

- Interacting with cross functional teams such as Brand, Tech, Product, Credit, Communication & Customer Success to drive the Growth agenda & ensuring correct implementation of all the growth hacks.

- Lead discussions with external stakeholders/ channel partners during engagement calls

Qualifications:

- 4-6 years of post-MBA across Management Consulting (or) Consumer strategy / Online Consumer Business (Fintech) or a bank/NBFC/ Category Management / Consumer facing Product in Consumer tech companies

- Knowledge of tools- WebEngage, MoEngage, Clevertap, Adobe, Google Analytics, AppsFlyer, Branch etc.

Work Experience:

- First-principles thinking building hypotheses of factors influencing target metric, learnings from past successful/ failed experiments and designing new solutions.

- Should have a P&L thought process, trade-offs that need to be made and impact of various decision on different line items of the P&L

- Strong experience in Growth Hacking, Customer Lifecycle Management & Digital Marketing Campaigns

- Knowledge of Campaign process end-to-end and frontend analytics

- Ability to effectively communicate across stakeholders across functions and positions.

- Strong Analytical Skills & business acumen

- Skills: SQL , Advanced Excel including Pivot Tables , R/Python is good to have.